THE UNIVERSITY OF TEXAS PERMIAN BASIN BRAND …...audiences and encourages students to become Falcons. Mission As a regional, comprehensive institution, The University of Texas Permian

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THE UNIVERSITY OF TEXAS PERMIAN BASIN7/1/2019

INTRODUCTIONHOW TO USE THIS GUIDE

The University of Texas Permian Basin brand is one of

the University’s most valuable assets. It helps define the

University and makes it distinctive in the marketplace. A

common and consistent visual identity is a crucial

component of the brand, and the standards in this

manual are designed to maintain the integrity of the

University’s visual images and written communication.

This publication is designed to both guide and empower

our Falcon family and friends in using UT Permian Basin’s

visual and written assets. Included are specific directions

for use of logos, typography, colors, and writing style. All

University personnel will use UT Permian Basin’s visual

and written identity elements for formal and informal

communications, advertising, apparel, and promotional purposes in accordance with the brand

guidelines. If you send the UT Permian Basin logo to an external vendor, always send these

guidelines as well.

TABLE OF CONTENTS

MISSION, VISION, VALUESCentral to our identity as a University are UT Permian Basin’s mission, vision, and values. These are the principles that should encompass every intention and decision we make as members of the University. They are the benchmarks we use as the foundation of our brand messaging—the message that reaches external audiences and encourages students to become Falcons.

Mission

As a regional, comprehensive institution, The University of Texas Permian Basin serves a diverse community of students from the region, the state, and beyond. Through excellence in student-centered teaching, learning, research, and public service, the University cultivates engaged citizens and impacts lives while advancing the technological and public interests of West Texas.

Vision

The University of Texas Permian Basin will be an innovative, responsive university that thinks large and lives local. We will lead in advancing education, research, economic competitiveness, and cultural enrichment.

Mission, Vision, Values...................1

Our Name.......................................2

Logo and Usage.............................2

Unit Signatures..............................5

Color Palette.................................6

Typography....................................6

Writing Style Guide.......................7

1

Values

The University believes in:

2

LOGO AND USAGETHE LOGO

Our logo is a symbol of our pride and the most visible representation of who we are. In a sense, it’s our face, so it’s important for us to uphold the design so that it remains the same in all materials.

The University of Texas Permian Basin logo is a combination of a wordmark and the Falcon shield.

OUR NAMETHE UNIVERSITY OF TEXAS PERMIAN BASIN

Our full, o�cial name is The University of Texas Permian Basin. Use the full name on first reference and in all formal mentions. On second reference and formal abbreviations, use UT Permian Basin. The abbreviation UTPB should only be used in the most informal sense as a third option after the full name and formal abbreviation have been used.

The Falcon Shield The Wordmark

The Logo

• Extra Mile Service which starts with an attitude of “yes,” enables flexibility to go above and beyond,and is proactive in finding solutions.

• Kindhearted means being nice, positive, friendly, and respectful; being generous with your gifts andtalents; and investing in the success and well-being of others.

• Integrity means doing right, even when no one else is looking; being forthright in your intentions,words, and actions; and being honest, honorable, and trustworthy.

• Collaboration is a big tent mentality, being a partner who embraces and considers diverseperspectives and always being aware of and pursuing positive collective impact.

• Innovation inspired by curiosity, adaptability, and responsiveness; embracing the “wildcatter” spiritto be the solution.

3

LOGO VARIATIONSPrimary Horizontal and Vertical Stacked

There are two primary UT Permian Basin logos that should be used in most cases. The primary horizontal logo should be used as the main logo of the University as long as the layout of the area lends itself to a more horizontal design. The primary vertical stacked logo is preferred in situations where the logo should occupy a taller space, such as a circular or square area.

Horizontal

Vertical

One-Color Versions

If a one-color logo is required, all logo variations have a one-color version in UTPB Orange.

Non-Color Versions

There will be times when the logo will need to be printed without color. In these cases, an all-white logo may be used on dark colors, and an all-black logo may appear on light colors. There should be high contrast between whichever logo is used and the background it sits on.

The Safety Stroke

A white safety stroke surrounds every variation of the horizontal and vertical logos. This addition makes the full-color options more versatile, meaning they may be used on darker backgrounds without needing an all-white version. When the full-color logo is used on a darker background, it should include a white wordmark.

4

LOGO USE ON COLORS AND APPAREL

There are specific rules for when the logo appears on color to preserve branding. These rules also apply when the shield is used on its own.

The full-color logo may appear on white or gray if there is enough contrast. For economy, the full-color logo on light gray apparel does not require white safety stroke behind the Falcon shield.

The all-white logo may appear on UTPB Orange, black, or gray colors dark enough to show contrast. The all-black logo may appear on orange and white and gray colors light enough to show contrast.

To preserve the UTPB Orange as a shield color on apparel, use the white outlined Falcon shield with a white wordmark on dark colors and a black wordmark on orange.

The orange one-color logo can be used on white or light gray. This does not require the white outlined Falcon shield. On dark colors, the orange one-color logo must use an orange safety stroke.

Certain color combinations should be avoided. The all-white logo should not be used on light colors, and the all-black logo should not appear on dark colors.

NO

NO

LOGO MISUSE EXAMPLES

Consistent appearance of the logo is important. The logo should never be modified or added to in any way. Color should remain consistent and unaltered from the o�cial logo files.

Do not scale or move individualparts of the logo.

Do not use a gradient or altercolors within the logo.

Do not distort or warp the logo.

Do not rotate the logo.

Do not place images onor near the logo.

WRITING STYLE GUIDERefer to this writing style guide to avoid common mistakes and maintain consistency amongst publications. Unless it appears (1st) in this style guide and/or (2nd) in the o�cial UT System Style Guide (www.utsystem.edu/sites/branding/writing-style-guide), UT Permian Basin follows the AP Style Guide.

abbreviations

Abbreviations of time expressions and countries' names take periods with no space between the elements: p.m., U.K., U.S.

Use periods but no space for names, Example: J.B. Pace

Acronyms for job titles and names of most organizations, centers, buildings, forms, tests and other objects are generally spelled without periods: CEO, CIA, SAT, etc.

Plural forms of acronyms receive an "s" and no apostrophe: She ordered two BLTs with avocado.

Academic degrees use: BA, MA, PhD, LLD, MD, EdD, etc.

e.g., i.e. The abbreviation e.g. means "for example." The abbreviation i.e. means "that is" or "in other words." Always follow e.g. and i.e. with a comma.

academic titles

Capitalize titles only when preceding a name; otherwise, lower case, e.g. Sarah Brown, vice president for business a�airs, met with us today. Before a name, give a person only one title: Do not use phrases such as Dean of Arts and Sciences and Professor of English Joe Smart. (A better alternative: Dean of Arts & Sciences Joe Smart, who is also a professor of English, said hi.)

address

The UT System Board of Regents is preferred. Avoid using UT Board of Regents. Lowercase "board" and "regents" only if used separately. (She is a regent. He is on the board.)

alumni

Alumna - one womanAlumnae - a group of womenAlumnus - one manAlumni - a group of men or a group of men and women.

It's rare to see the feminine plural form, "alumnae." Most often "alumni" is used for a group of graduates.

The Board of Regents


capitalization

O�cial names are capitalized; uno�cial, informal, shortened or generic names are not. This rule applies to o�ces, buildings, schools, departments, programs, centers, etc. (See also, titles and academic titles.)

Phrases such as the center, the institute, or the new museum are not capitalized. Examples:

the O�ce of Admissions, O�ce of the Registrar, the registrar's o�ce, the registrarthe College of Business, the business college, the collegethe Dunagan Library, the library

Capitalize o�cial names of bulletins, forms, conventions, conferences, classes, etc. Example: Dr. Johnson will teach Advanced Environmental Geology next semester. He will teach advanced geology.

colleges

Capitalize when referring to a specific college by its full proper name: College of Business. Otherwise, lowercase: the college.

Names of colleges:

College of Arts & SciencesCollege of BusinessCollege of EducationCollege of EngineeringCollege of Nursing

commas

Use the Oxford comma before the "and" or other conjunctions in a series. Red, white, and blue.

committee names

Capitalize the names of committees, e.g., the Academic A�airs Committee will meet on Thursday.

degrees

Capitalize Bachelor of Arts, Bachelor of Science, Master of Science, etc., when completely spelled out, but do not capitalize the major unless it’s a language or nationality.

A bachelor’s degree or bachelor’s can be used, but not capitalized. Use an apostrophe in bachelor’s degree and master’s degree, but there is no apostrophe when referring to an associate degree:

bachelor's degree, bachelor’s degree in historymaster's, master's degree in Spanishdoctorate, doctoral degree(See also, abbreviations.)

Correct: He’s expected to graduate with a bachelor’s degree in English in December. She received her Master of Fine Arts in performance and choreography.

Incorrect: Matthew McConaughey has a Bachelor’s degree in radio-television-film. She earned her associate’s degree in the fall.

departments

Capitalize if referring to a specific department or other academic unit by its full proper name. Examples: the Department of History, O�ce of Advancement. Otherwise, lower case: the history department, advancement.

O�cial Names of Departments

O�ce of Accounting NOT: Financial ServicesO�ce of Admissions NOT: O�ce of AdmissionO�ce of Advancement NOT: O�ce of Institutional Advancment or O�ce of DevelopmentO�ce of Financial Aid

directions

(north, south, east, west). If a region is commonly known, it is capitalized. Tyler is in East Texas. UT Permian Basin is located in West Texas. Otherwise, do not capitalize. Austin is north of San Antonio.

em-dash

An em-dash ( — ) is a long dash. It should connect to the letters on either side. “Students can receive support from many sources—including the O�ce of the President, Student Health Center, and Academic Advising.”

fiscal year

Capitalize when referring to a specific fiscal year e.g., Fiscal Year 2009. Abbreviated FY. Use FY only once when referring to a range of years. Example: FY 2006 - 2001 and not FY 2006 - FY 2001.

full time, full-time

Hyphenate as an adjective. Otherwise, two words. He is a full-time faculty member. She teaches full time.

fundraising

One word.

high-quality

Hyphenate when it is an adjective. The University has high-quality programs. Otherwise, no hyphen: The University is known for its high quality. (This rule on hyphens also applies to many other words.)

institutionsAlways use the institution's complete name on first reference and its o�cial abbreviation on second reference, e.g., The University of Texas Permian Basin, then UT Permian Basin, or UTPB. (UT Permian Basin is preferred on second reference.) Second references can also be "the University.” (See also, university.)

Do not use hyphens or periods in second references, e.g., UT-Permian Basin, U.T. Permian Basin.

Legislature

Capitalize this noun in all references to a particular legislative body, such as the Texas Legislature, which can also be referred to as the Legislature. Do not capitalize legislature when it is used in a generic way: The law-making body in a democracy is called a legislature.

noon

Not 12:00 noon. Does not need to be capitalized in agendas.

numbers

In most cases, use numerals for numbers 10 and above, but spell out numbers one through nine.

quotation marks

Set quotation marks outside of periods and commas. "There are several people missing," he said. He wrote a

report called "Our Stylish Guidelines."

seasons

Do not capitalize seasons. He enrolled in fall 2011. (This is better than "he enrolled in the fall of 2011.")

semester

Do not capitalize. He enrolled in the fall semester.

time

Use lowecase letters with periods after each letter and no spaces. Examples: 2 p.m., 6:30 a.m., 9 o'clock.

titles

Capitalize a person's title when it precedes the name. Do not capitalize a title when it follows a name or stands by itself. (Exception: It is permissible to capitalize Chancellor or Regent.) In general publications, do not use "Dr." or "MD" (See also, academic titles.)

Examples:

President Larry Smith Larry Smith, president of UT Permian Basin, ate dinner. The president of the Faculty Senate was late. The Chancellor and the chairman of the board were on time. Jane L. Smith, professor of sociology at UT Permian Basin, ate dinner.

United States

Spell out as a noun, abbreviate as an adjective. No space in U.S.

university name

Use the University’s full name, The University of Texas Permian Basin. Capitalize the word University when reference is to a UT System institution, e.g., Thank you for supporting the University. (See also, institutions.)

web page

Web page is still two words, although webpage is becoming more accepted and can be used in more informal communication.

website

one word, no hyphen.

West Texas

Capitalize. UT Permian Basin is in West Texas. (See also, directions.)

which/who

Use commas to set o� nonrestrictive phrases such as those beginning with which/who. A nonrestrictive phrase or clause does not restrict or limit the meaning of the word it is modifying. It is, in a sense, interrupting the sentence to add extra information. Even though removing the non-restrictive element would result in some loss of meaning, the sentence would still make sense without it.

Example (nonrestrictive): The country of Haiti, which for decades has su�ered with grinding poverty and

NO NO

mind-numbing violence, is unfamiliar with the workings of a true democracy.

Example (restrictive): Those residents of Texas who do not hold well-paying jobs must resent the common portrayal of the state as a land of opportunity.

Who, whom: Use who when someone is the subject of a sentence, clause or phrase and use whom when someone is the object of a verb or preposition .

Who, whom, that, which: Use who and whom when referring to people and to animals with a name. Robert Jones is the person who designed the course. Use that and which in reference to inanimate objects and to animals without a name.

Do not crop photosthrough the logo.

5

LOGO USE ON PHOTOS

When placing logos directly on top of a photo, there should be enough contrast to see and read the logo clearly. The white version works well on dark colors. The color version may be used on lighter areas.

Photos and textures should NOT show through the Falcon shield. Black should be used behind the shield in the white version to prevent this. White should be used behind the shield in the color version.

UNIT SIGNATURESUnit signatures distinguish a specific area of UT Permian Basin. There is one primary identity system (in vertical and horizontal variations) that should be used by o�ces and departments across campus.

The Communications O�ce is responsible for creating the unit signatures and will provide them upon request. The only time the logo should appear with an orange line is with a unit signature.

College of Business

College of Business

LOGO FILE FORMATS AND USAGE

UT Permian Basin logos are available in three di�erent formats. Each format has specific uses.

JPEG - Use JPG files on the web and other online media (screen resolution, RGB).

PNG - Use PNG files for web and other online media where background transparency is required (screen resolution, RGB).

EPS - Use EPS files for print media (high resolution, CMYK). EPS files are also called vectors—a format which is completely scalable without loss of quality. This is the format most often required for professional vendors. EPS files should be opened in Adobe Illustrator.


abbreviations







academic titles


address


alumni





capitalization





colleges


Names of colleges:


commas


committee names


degrees






departments




directions


em-dash


fiscal year




fundraising

One word.

high-quality




Legislature


noon


numbers


quotation marks



seasons


semester


time


titles


Examples:


United States


university name


web page


website


West Texas


which/who







6

COLOR PALETTEThere are three primary colors used in the UT Permian Basin color palette that create consistency across the brand: UTPB Orange, black, and white. Secondary colors are to be used sparingly.

UTP

B O

rang

ePM

S 16

6 C

C=0

M=7

6 Y

=10

0 K

=0R

=227

G=8

2 B

=5#

e352

05

Bla

ckPM

S Pr

oces

s B

lack

C=0

M=0

Y=0

K=1

00

R=0

G=0

B=0

#0

00

00

0

Whi

tePM

S Pr

oces

s W

hite

C=0

M=0

Y=0

K=0

R=2

55 G

=255

B=2

55#

��

�

Secondary Colors

Gra

yPM

S C

ool G

ray

6 C

C=1

6 M

=11

Y=1

1 K

=27

R=1

67 G

=168

B=1

70#

a7a8

aa

Dar

k G

ray

PMS

Coo

l Gra

y 10

CC

=40

M=3

0 Y

=20

K=6

6R

=99

G=1

02

B=1

06

#63

666a

Primary Colors

TYPOGRAPHYPRIMARY FONT FAMILY

GOTHAM NARROWABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz | 0123456789

Gotham Narrow is primarily used in graphic design projects through the Communications O�ce. The font is not readily available on most computers, and departments should use the approved alternative fonts for daily use. If you are working with an outside vendor for graphic design needs, Gotham Narrow should be used.

ALTERNATE FONTS

GILL SANS MT

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz | 0123456789

Gill Sans MT is available on most computers and should be used as the University’s return address on envelopes and communications like flyers, posters, etc.

GEORGIAABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz | 0123456789

Georgia is available on most computers and can be used when a more formal feel is required, such as in letter writing and envelope addressing.


abbreviations







academic titles


address


alumni





capitalization





colleges


Names of colleges:


commas


committee names


degrees






departments




directions


em-dash


fiscal year




fundraising

One word.

high-quality




Legislature


noon


numbers


quotation marks



seasons


semester


time


titles


Examples:


United States


university name


web page


website


West Texas


which/who







Thin and Thin Italic

Extra Light and Extra Light Italic

Light and Light Italic

Book and Book Italic

Medium and Medium ItalicBold and Bold ItalicBlack and Black ItalicUltra and Ultra Italic

7


abbreviations







academic titles


address


alumni





capitalization





colleges


Names of colleges:


commas


committee names


degrees






departments




directions


em-dash


fiscal year




fundraising

One word.

high-quality




Legislature


noon


numbers


quotation marks



seasons


semester


time


titles


Examples:


United States


university name


web page


website


West Texas


which/who







8


abbreviations







academic titles


address


alumni





capitalization





colleges


Names of colleges:


commas


committee names


degrees






departments




directions


em-dash


fiscal year




fundraising

One word.

high-quality




Legislature


noon


numbers


quotation marks



seasons


semester


time


titles


Examples:


United States


university name


web page


website


West Texas


which/who








abbreviations







academic titles


address


alumni





capitalization


9




colleges


Names of colleges:


commas


committee names


degrees






departments




directions


em-dash


fiscal year




fundraising

One word.

high-quality




Legislature


noon


numbers


quotation marks



seasons


semester


time


titles


Examples:


United States


university name


web page


website


West Texas


which/who








abbreviations







academic titles


address


alumni





capitalization





colleges


Names of colleges:


commas


committee names


degrees






departments




directions


em-dash


fiscal year




fundraising

One word.

high-quality




Legislature


noon


numbers


quotation marks


10


seasons


semester


time


titles


Examples:


United States


university name


web page


website


West Texas


which/who








abbreviations







academic titles


address


alumni





capitalization





colleges


Names of colleges:


commas


committee names


degrees






departments




directions


em-dash


fiscal year




fundraising

One word.

high-quality




Legislature


noon


numbers


quotation marks



seasons


semester


time


titles


Examples:


United States


university name


web page


website


West Texas


which/who



11





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THE UNIVERSITY OF TEXAS PERMIAN BASIN BRAND …...audiences and encourages students to become Falcons. Mission As a regional, comprehensive institution, The University of Texas Permian